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Artificial intelligence already plays a role in your content marketing. (Think Google’s machine-learning system RankBrain.) Why not be more intentional about using it?
It can help you improve your content marketing strategy by helping make sense of the huge amount of data available to take more effective necessary actions. It also can help with your content marketing tactics.
Check out these five AI tools to help you be smarter in your content marketing.
1. Develop a predictive journey
Most of your website visitors are anonymous. They visit a page on your site, showing an interest in your content, and usually bounce after the first page.
But what if they stayed because your site was able to guide them on a better journey?
Sure, you can pre-define the flow for visitors, displaying links and calls to action that you think visitors to a page will engage with. However, these flows are static. They don’t account for the history and intent of the unique visitor. A person visiting for the first time and someone who’s been on your site five times both get the same journey.
And yet, you probably have the right content to show the individual buried in a resource center. With AI assistance, you can use data to predict a visitor’s actions and deliver the right content for that visitor to get them one step further in their buying journey.
With an AI #tool like @cliclap you can use data to predict a website visitor’s actions and deliver the right content, says @lilachbullock via @cmicontent. Click To Tweet
CliClap can be that needed brain to your website. By adding a script to your site, its machine-learning capabilities cluster your anonymous visitors by their metadata and behavior to learn how to help them engage with your site. The system provides personalized content recommendations, and when the time comes, will try to convert the visitor to a lead.
Click to enlarge
Cliclap integrates with tools like HubSpot and Marketo, enabling seamless support for your lead flows after conversion. And one feature I really like is the ability to continue the journeys inside PDFs (see example above).
2. Text mining
When stripped to their basic parts, web pages are just strings of texts. Analyzing that text can reveal words vital to engagement. While Google does this well, AI can help you do it too.
Text Optimizer analyzes a web page or texts to see how well optimized it is for a keyword. You can use it two ways – (1) to identify the keywords on pages ranking for searches where you want your page to rank and (2) to analyze your pages to identify potential additional keywords.
.@TextOptimizer analyzes pages to ID unused valuable keywords, says @lilachbullock via @cmicontent. #tools #AI Click To Tweet
This example optimizes for the keyword “small business web design.” It highlights what related keywords already appear on the page (shaded in gray) and what related keywords could be incorporated on this or other connected pages.
Text mining also can help you find non-marketing issues in your business. For example, uncover the biggest complaint from your customers or employees. Through text mining, Olive Garden found a common employee complaint – the operation of its lunch breadstick offering – and it took steps to solve the problem.
3. Content creation
You’ve probably read a piece of content written by a machine.
Consider this example: “Tuesday was a great day for W. Roberts, as the junior pitcher threw a perfect game to carry Virginia to a 2-0 victory over George Washington at Davenport Field.”
AI content creation tools are especially useful for straightforward, simple content. For example, if you’re trying to create a simple page with some important details, you can supply these details to the AI engine. In turn, it builds context around these details and creates the content for your page.
This service can be beneficial when creating content such as:
- Reports
- Product specification pages
- Financial reports
- Real-time stock insights
- Hotel descriptions
- Profit-and-loss summaries
Quill is one of several AI content creation tools. Here’s an example of a report it generated from Google Analytics statistics:
Another tool that helps with reports is Yseop, which is especially helpful for multiple languages, including German, French, Spanish, Dutch, and Japanese. This is an example of a report from that tool:
4. Content editing
Apart from creating content, AI can also help you to improve your content. A tool like Atomic Reach analyzes a piece of content using its 23-point system. With this kind of tool, you can maintain a voice that resonates with your audience.
Improve readability, emotion, etc. with an #AI analysis like @Atomic_Reach, says @lilachbullock via @cmicontent. #tools Click To Tweet
It also provides suggestions on steps to take to improve your content until you reach a certain atomic score.
5. Personalized landing pages
Visitors don’t all act on the same offers and calls to action. That’s why delivering the right landing page is a challenge. AI can help you track a visitor’s interests to display a more personalized landing page.
A tool like Personyze uses visitors’ attributes like source, demographics, past behavior, and other characteristics to present dynamic landing pages to help convert visitors. It also helps you to carry out A/B tests and track performance.
Be smart about AI
Given all the data available about content and web visitors, why not use it to your advantage? Using AI the right way will help improve results in multiple aspects of your content marketing. Using these tools, you can save more time on the manual tasks and present messages that your audience is more likely to engage with.
Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).
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Cover image by Joseph Kalinowski/Content Marketing Institute
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